Background

Pepsodent is a sub brand of Colgate- Palmolive. It is an oral hygiene product line of toothbrush,
dental floss, mouthwash and toothpaste. The name of the founder of Colgate is William Colgate.
It was first sold in 1873 by the company which was sixteen years after the founder’s death. It
was the first toothpaste that was sold in collapsible tube. It was introduced in 1896 in New York
City. Before that it was sold in glass jars since 1873.Since 1920s, it was in Singapore. Currently
it is in India and Nepal.But the manufacturing unit is based in India and the product is exported
to Nepal. The first manufacturing unit in India was established in 1922. It was done to produce
toothpaste for the domestic consumers. By 1999 Colgate became the world’s number one
toothpaste selling brand. And by 2015, it occupied around 55% market share in the world. The
market share of Colgate till 2015:

TG:

After the establishment of the company, the company introduced variety of oral products
addressing variety of oral health problems and priorities. Till today they keep on introducing new
products in order to target as many different consumer needs as possible.They segment their
market in four different ways:

1.Geographic segmentation
This segmentation is done on the basis of region, weather condition, population factor etc. it does
business over 200 countries worldwide. Their 75% sales come from international business. So it
is very much important for Colgate to maintain its product not only in USA but also outside
USA. For example, they are currently selling 16 different types of toothpaste in USA where as
they are selling 22 different types of toothpaste in UK. Likewise, they produce different kinds of
toothpaste depending on the demand of the peoples of different countries. They do extensive
research in order to provide right products to the right countries.
2.DS
This segmentation is based on several demographic factors such as age sex, social class etc. they
produce their products targeting variety of age groups. They sell products for kids, adults, male,
female. For the adults, they sell different products depending on their needs. For example, they
sell whitening toothpaste, they sell toothpaste for people with sensitivity issues, they sell
toothpaste for people with gum issues etc. they have toothpaste for kids too. They have 4
different age groups for them. They are:
1. 0-2 years
2. 2-5 years
3. 5-8 years
4. 8-12 years
For girls they sell toothpaste and toothbrushes with characters like Power Puff Girls and Barbie.
Whereas for boys they sell toothpaste and tooth brush with characters like Johny Bravo and
Popeye. They also have sections in their website for senior citizen age group where they provide
dental care solutions. They also have sections for infants, teenagers and adults.
3.Psychographic Segmentation
This segmentation is based on the consumer’s lifestyle, income, values, personality traits etc.
Colgate produces varieties of toothpastes and tooth brushes depending on the demand of the
consumers. For people who need white teeth, Colgate provides whitening toothpaste. For people
who needs relief from sensitivity, Colgate provides Sensitive Pro –Relief toothpaste for them.
They currently launched a new tooth brush called Wisp. These are mini tooth brushes that have
tooth paste already on them. Colgate’s primary target for Wisp are the travelers and office
workers.
4.Behavioral Segmentation
This type of segmentation is based on the behavioral patterns consumers display while
purchasing a product.in case of Colgate, if consumers want to have whiter teeth, they should buy
certain tooth paste and tooth brush. If the consumers need relief from sensitive teeth, they should
buy certain toothpaste and tooth brush. Their products are of the same price range, so price is not
the factor for the consumers.
Advertisement media:
Bill Boards: Colgate is one of the brands that have one of the most innovative billboards. Their
advertisement are very eye catchy and informative.
Magazines: Colgate often publishes magazine advertisement whenever they launch a new
product or if there is any offer currently in the market.
Television: It often runs advertisements on television. Where the doctors suggest Colgate for
different oral problems.

Facebook:

Colgate has a wide range of audience in their official Facebook page. Till date they are having
2793259 likes on their Facebook page and increasing. They are not regular in their Facebook
page but they post interesting videos teaching people how to tackle the oral problems using
Colgate
Tweeter:

Just like Facebook, Colgate have official Twitter page where till date it has 53.1K followers.
This shows how much viral Colgate is in the social media.
 Acquired Needs
Acquired needs are needs that we learn in response to our culture or environment. These may
include needs for self-esteem, prestige, affection, power and learning. Because acquired needs
are generally psychological, they are considered secondary needs or motives. They result from
the individual’s subjective psychological state and from relationships with others.

Acquired needs theory: A theory proposed by David McClelland that describes how a
person's life experiences changes individual needs over time. Classified into three groups;
achievement, affiliation or power, these needs are shaped by the experiences of the individual. In
his Acquired Needs Theory, McClelland proposes each person falls into one of these three
categories based on their own personal preference and in relation to personal experiences.
Consequently, a person's behavior and performance at work are strongly influenced by the most
meaningful of the three needs.

1.Achievement

People with a high need for achievement seek to excel and thus tend to avoid both low-risk and
high-risk situations. Achievers avoid low-risk situations because the easily attained success is not
a genuine achievement. In high-risk projects, achievers see the outcome as one of chance rather
than one's own effort. They prefer either to work alone or with other high achievers.

2.Affiliation

Those with a high need for affiliation need harmonious relationships with other people and need
to feel accepted by other people. They tend to conform to the norms of their work group. High
need for affiliation individuals prefer work that provides significant personal interaction. They
perform well in customer service and client interaction situations.

3.Power

A person's need for power can be two types - personal and institutional. Those who need
personal power want to direct others, and this need often is perceived as undesirable. Persons
who need institutional power (also known as social power) want to organize the efforts of others
to further the goals of the organization. Managers with a high need for institutional power tend to
be more effective than those with a high need for personal power.

How the theory relates to the TVC:

This theory that relates to the TVC. Because we know that acquired needs are needs that we
learn in response to our culture or environment and from this ad, we learned how taking care of
our dental health can help us. Here, the dentist says, “Colgate is clinically proven to provide 12-
hours anti-bacterial protection for our teeth and gums - so it keeps on working even between
brushings. It has a unique formula that attaches to teeth and gums to provide a protective shield
for 12 hours”. We are seeing the ad where people are telling us about their experiences and
problems with teeth. They are also saying about the benefits of Colgate. From this ad, we learned
that this toothpaste makes our teeth healthier, stronger, clean etc and we should take care of it
too.

Reference Groups
Reference Groups are the groups whose perspective an individual takes on in forming values,
beliefs, attitudes, opinions.

Types of reference groups

1. Primary and secondary reference groups-A primary reference group is one with which
an individual interacts on a regular basis and whose opinion is of importance to him,
 family, neighbors, close friends, colleagues. Secondary reference groups are those with
which an individual interacts only occasionally and does not consider their opinion very
important.(Marketing 91)

2. Formal and informal reference groups in consumer buying: is one in which there is some
sort of structure and, in some cases, for which there are specific membership
requirements. Example labor union. Informal group is one that has no special
membership or attendance requirements other than common interests (Consumer
Behavior Today, v. 1.0, n.d.)

3. Membership and symbolic reference groups in consumer buying: A membership

reference group is one to which a person belongs or qualifies for membership. All
workers in a factory qualify for membership to the labor union. A symbolic
reference group is one which an individual aspires to belong to, but is not likely to be
received as a member.(Bhasin, 2016).

There are also other reference group like normative reference group,
comparativereference group, indirectreference group, contactualreference group,
aspirationalreference group, diclamantreference group, avoidancereference group.

How the theory relates to the TVC

The theory that relates to the TVC is indirect reference group.

Indirect reference groups comprise those individuals or groups with whom an individual does not
have any direct face to face contact. Indirect Reference groups are used in advertising to appeal
to different market segments, group situation with which potential customers can identify are
used to promote products and services. (Bhasin, 2016).These indirect reference can include
celebrities, experts and common people.
Here the two ladies who are acting as the testimonial of the satisfied customer explains how they
were benefited from using Colgate, as result consumer can relate the same problem they are
having and help them to evaluate based on the indirect reference group. Moreover the TVC
endorsed an Expert who is a Dentist explains the benefits as a result consumer can have trust on
the product since it has been justified by a credible source. Moreover indirect reference group
enhances the brand awareness and reduces the perceived risk.

Halo Effect
A "halo effect" occurs when a company or product finds marketing success due to its association
with a successful company, product or other recognizable element. If the halo effect is used
properly, it can help a company save money on marketing by using previous momentum to reach
a target audience.

Corporate Brand Name

Some corporate names become powerful marketing tools in their own right, which can lead to a
halo effect to marketing other products. For example, the Nike company developed strong
reputation for making basketball sneakers and tennis shoes. Nike used the successful image it
had developed in sports shoes to expand out into sporting equipment such as golf balls and golf
clubs. If the corporate brand name is strong, then any product released by that company will
become instantly recognizable to consumers.

Celebrity Endorsements

Celebrities are used to endorse products in all forms of advertising. The connection does not
always need to be obvious to be effective. For example, a sports figure endorsing a shaving
cream does not offer a direct correlation between the athlete's profession and the product. But the
halo effect stems from the marketing value gained by associating the product with the fame of
the celebrity. This can become a problem if the celebrity gets involved in a public scandal such
as a drug arrest or charges of domestic abuse; the association is no longer beneficial and the
company often severs ties with the celebrity. However, such an association can remain in the
minds of many consumers even when a new celebrity is hired for a new marketing campaign.

Application of halo effect in our advertisement

In the Ad the first use of Halo effect was the brand name Colgate, since it is not the regular
Colgate toothpaste but Colgate Total, it’s using is already established reputation as a carry over
into this another version of the product. Colgate is one of the leading brand of toothpaste in the
world, and their name is quite influential. Colgate symbolizes clean, healthy and strong teeth. As
you can see they are not coy from using their previously established brand identity to introduce a
new line. This is one of the application of hallo effect.

Another use of Halo effect was by using the Dentist. We know it’s dentist because it’s wearing
the lab coat. Certain costumes established certain identity, and with it comes added respect and
credibility. Here using the dentist Colgate wanted to convey trust and credibility to the
consumers. Nothing conveys more trust than the dentist who is recommending the brand. Here
Halo effect was used by using the dentist testimonial and the actor to associate with trust and
credibility.

Also, states
Include real dentist testimonial accurately portrayed by actor.
Together the brand name, with its reputation used as momentum to launch this campaign. Using
dentist as source of trust and credibility. The marketers have used Halo Effect to successfully
execute this ad.

Classical conditioning
Conditioning in which the conditioned stimulus (as the sound of a bell) is paired with and
precedes the unconditioned stimulus (as the sight of food) until the conditioned stimulus alone is
sufficient to elicit the response. Classical conditioning in advertising has been used by firms who
sell products to get consumers to purchase from them instead of their competition.

How Does Classical Conditioning Work?

Classical conditioning basically involves forming an association between two stimuli resulting in
a learned response. There are three basic phases of this process:

Phase 1: Before Conditioning

The first part of this process requires a naturally occurring stimulus that will automatically elicit
a response. Salivating in response to the smell of food is a good example of a naturally occurring
stimulus.

Let's take a closer look at the two critical components of this phase of classical conditioning.

The Unconditioned Stimulus (UCS): The unconditioned stimulus is one that unconditionally,
naturally, and automatically triggers a response. For example, when you smell the toothpaste we
feel fresh. In this example, the smell of the toothpaste is the unconditioned stimulus.

The Unconditioned Response (UCR): The unconditioned response is the unlearned response that
occurs naturally in response to the unconditioned stimulus. In our example, the feeling of
freshness in response to the smell of toothpaste is the unconditioned response.

Phase 2: During Conditioning

During the second phase of the classical conditioning process, the previously neutral stimulus is
repeatedly paired with the unconditioned stimulus eventually comes to trigger a conditioned
response. In our earlier example, suppose that when you smelled the toothpaste you also heard
the sound of a music which is mainly used in the background of the ad. While the music is
unrelated to the smell of the toothpaste, if the sound of the ad was paired multiple times with the
smell, the sound would eventually trigger the conditioned response. In this case, the sound of the
music is the conditioned stimulus.

Phase 3: After Conditioning

Once the association has been made between the UCS and the CS, presenting the conditioned
stimulus alone will come to evoke a response even without the unconditioned stimulus. The
resulting response is known as the conditioned response (CR).

The Conditioned Response: The conditioned response is the learned response to the previously
neutral stimulus. In our example, the conditioned response would be feeling fresh when you
heard the sound of the music.

How the theory relates to the TVC

This ad relates to the classical conditioning as dentist is telling how the toothpaste is improving
and solving the teeth and gum related problem after each and every scenario after their feelings.
And that is too why they need to switch to Colgate for solving their problem and feeling of pain
paired with visiting dentist and his advice.